Vive la Gastronomie|短视频|广告营销案例【ADGuider广告指南】

Vive la 美食

案例简介：在 2016，Badoit 庆祝传统的法国产品，其标志是 “万岁的美食!* "。MNSTR 被要求为公众策划一场激活运动，以便让品牌和消费者更接近。我们的球场: 用法国烹饪表达庆祝当地美食。在人们不断使用手机的时候 (甚至在吃饭的时候)，我们想把对话重新放在菜单上。“浓汤，浓汤，愤怒!” * *，“鬼脸的 soupe” * *，“无忧无虑的生活” * *，等等。法语在几代人的时间里一直在温和地酝酿着数百种与食物相关的引用，这些引用对每个人都有意义，尽管我们不一定确定它们意味着什么!所以我们想出了 “Badoit en fait tout un plat”，这是一个激活活动，邀请每个人与地区和当地产品一起分享他们最喜欢的烹饪表达，以庆祝欢乐, 一起分享快乐时光。激活活动使用: 1-创建对话的概念我们通过邀请消费者使用烹饪表情而不是表情符号，为永恒的食谱竞赛添加了一个原始的转折。不仅仅是分享一个表达，他们还被邀请加入一个幽默的骰子，一个个性的片段或他们总体情绪的一部分。通过这样做，消费者可以通过 badoit.fr 网站上的个性化标签在社交网络上分享他们的一勺。创建的每个标签都是在当地美食餐厅赢得一顿饭的机会，还有各种印有他们表情的收藏品。2-与蒂埃里 · 马克思一起面对明星厨师的挑战, 我们邀请来自法国各地的厨师根据精选的烹饪表达和当地农产品制作原创食谱。食谱发布在品牌社交网络页面和网站上。3-可持续和持久的内容来庆祝激活的结束, 我们想象着由星级厨师创作的第一批食谱，这些食谱都是受法国烹饪表达的启发。该品牌希望利用这一点来展示其作为真正的文化参与者的角色，以自己的方式为充满活力的法国艺术做出贡献。蒂埃里 · 马克思玩问答游戏来启动球!激活通过包传递，并伴随着大量的数字媒体规划。每个美食餐厅和 Badoit 合作伙伴机构也传达了这项活动。 * 区域美食万岁 * * “浓汤，浓汤，愤怒! "=" 不-纳纳-不! 、 “鬼脸的南方” = 冷酷的接待，“你疯了” = 字面意思是，粉扑糕点中的小龙虾或 “你疯了”。

Vive la 美食

案例简介：In 2016, Badoit celebrates traditional French produce with its hallmark "Vive la Gastronomie de nos régions !*". MNSTR is approached to think up an activation campaign for the general public in order to bring the brand and its consumers closer. Our pitch: A celebration of regional gastronomy using French culinary expressions. In a time when people are constantly using their phones (even when eating) we wanted to put conversation back on the menu. "Bisque, bisque, rage!"**, "La soupe à la grimace"**, "Une écrevisse dans le vol-au-vent"**, and so on. The French language has been gently simmering over the generations with hundreds of food-related references that mean something to everyone although we are not necessarily sure what they mean! So we came up with "Badoit en fait tout un plat", an activation campaign inviting everyone to share their favourite culinary expressions alongside regional and local produce as a celebration of conviviality, sharing and cheery times together. An activation campaign using: 1- A concept to create conversation We add an original twist to the timeless recipe competitions by inviting consumers to use culinary expressions rather than emojis. More than just sharing an expression, they are invited to add a dice of humour, a slice of personality or portion of their general mood. By doing this, consumers can share their spoonful over the social networks with a personalised label on the badoit.fr website. Each label created is the chance to win a meal in a regional gourmet restaurant plus a variety of collector items stamped with their expressions.2- Challenges for starred chefs Alongside Thierry Marx, we invite chefs from all over France to create original recipes based on a selection of culinary expressions and local produce. The recipes are posted on the brands social network pages and website.3- Sustainable and lasting contentTo celebrate the end of the activation, we imagine the creation of the very first collection of recipes from starred chefs all inspired by French culinary expressions. The brand wishes to use this to demonstrate its role as a true cultural player by contributing in its own way to the lip-smacking French art de vivre.4- Omni-channel media orchestrationIn a teaser, Thierry Marx plays the question-answer game to set the ball rolling! The activation is relayed via the packs and is accompanied by a vast digital media planning. The campaign is also relayed by each gourmet restaurant and Badoit partner establishment.*Long live regional gastronomy **"Bisque, bisque, rage!" = "Nah-nanah-nanah-nah!", "La soupe à la grimace" = a frosty reception, "Une écrevisse dans le vol-au-vent" = literally, a crawfish in puff pastry or "you're crazy".